We are living in a competitive age where we are bombarded by different alternative to satisfy one requirement. Here the entire steps in the process from the accessibility of the product to the use of product hold their significance. However, I feel that the most vital in creation of the brand loyalty is the customer services.

The follow-up either from the customer side or the company side will result in strengthening the bond between the company and the customer and vice-versa. One follow-up call from the organization after the sale regarding the customer satisfaction or any issues during the usage or installation of the product could really enhance the positive customer experience. On the other way around if the customer calls in for any query or complaint regarding the product that well handled call/ situation would result in having a loyal customer who would be referring your product and sharing his experience wherever it might be of relevance.

Much is being done to increase the product's value i-e creating more features in the product, making the packaging more attractive etc. But what we are not concentrating on is the after sale situation or even before sale scenarios.

Customer services as said before is the vital part in creation of brand loyalty so considering the fact that for achievement of long-term goals and having colossal customer's base infect let me rephrase satisfied customer base, we need to work on provisioning of the improved customer services.

A proactive approach towards this concern could really prove to be worthwhile. This is the part which differentiate Pro's from amateurs. What amateurs do is that a problem would come and then they would sit down and figure out what could be right resolution of that problem. Whereas on the other hand proactive approach from the ?Pro's? will result in the forecasting the issues and concerns that could be faced by the customer and having a research division placed for the upgrading of the customer's experience.

These days everyone out their can have their say so everyone does. Another step that could be taken is to keep an eye on the global complaint or opinion center ? web ? the convenience of expressing your opinion through blog's, websites etc. Many of the customers they come online and share their experiences with the online community which then creates a global perception. Therefore, in order to cater this watchful eye on the web for such concerns should be handful and if a person comes in to write about the bad experience with some company, he sure will come back if the company will take any steps to rectify the problem and post about it.

Thus in this cutthroat rivalry to gain generous stake in the market among the companies only the proactive will survive. We need to rethink our strategy and devise new plans for the enrichment of the overall customer experience.